Unlocking the Hidden Customer Experience

In the lab, we did scarcity priming stuff where you kind of expose people to words related to scarcity or have them right about a time they experienced scarcity. And generally what we found was when the context was anonymous, people that have been primed with scarcity were much more selfish,. They gave less money to charity, all kinds of things than people in a control condition. So it's the swarm of impure altruism where they're more likely to give if they think giving is going to lead to getting.